L’Oréal is taking the plunge into artificial intelligence with OpenAI. The French cosmetics giant and the US tech company announced their partnership at the VivaTech trade show, which is being held in Paris until the end of the week.
MNY VTO x ChatGPT KV – L’Oréal
For the cosmetics group, this marks a major shift. One of the key pillars of this agreement is strengthening the presence of its brands where consumers are increasingly beginning their searches: on ChatGPT. The group says it is preparing to roll out an AI-enhanced customer journey and to usher in a new generation of agentic commerce.
Three avenues are being explored, with an agreement to “enhance the discovery of L’Oréal products on ChatGPT in the United States, using enriched signals, for brands such as Lancôme and Kérastase.” Maybelline will integrate virtual make-up try-on experiences directly into ChatGPT. And the explorations go further: “SkinCeuticals, CeraVe, and Garnier are participating in ChatGPT’s global advertising pilot, which paves the way for AI-native advertising,” the group announced.
L’Oréal thus appears to have embraced the transformation of the “Search” model, which until now has been in the hands of search engines. The French giant also seems determined to accelerate on all fronts when it comes to integrating artificial intelligence.
“At L’Oréal, we believe we can expect more from AI for our beauty consumers, for our business functions such as marketing and research, as well as for our employees,” said Asmita Dubey, chief digital and marketing officer at L’Oréal. “Our collaboration with OpenAI fundamentally supports this ambition to deliver new solutions within the beauty vertical.”
Perhaps the most notable aspect of this announcement is that L’Oréal has stated its intention to “develop AI capabilities across the entire organisation, with 73,000 employees already trained in generative AI and equipped with internal tools such as L’OréalGPT and personal AI assistants.” This acceleration will also extend to research and development.
La Roche-Posay is at the forefront of this initiative, as OpenAI’s GPT-Rosalind reasoning model- specifically designed for the life sciences- is expected to enable the group to accelerate mapping of the skin microbiome. This integration is expected to lead to “the development of the next generation of natural and effective skincare products.”
The latest initiative launched by the new partners involves a bridge between content-generating artificial intelligence systems; OpenAI’s latest model will power CreAItech, L’Oréal’s platform.
“L’Oréal has long combined science, creativity, and technology to shape the future of beauty,” said Emmanuel Marill, managing director, EMEA, at OpenAI, in a press release. “We are delighted to work with its teams to support this new chapter, whether it’s accelerating research and innovation, helping employees to work differently, or creating more useful and more intuitive experiences for consumers.”
The cosmetics and luxury giants are racing to integrate AI; LVMH, for example, has forged ties with Google Cloud.
In 2025, L’Oréal, with a portfolio of 40 international brands, generated revenue of more than 44 billion euros.
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